BUSINESS OBJECTIVE In spring 2018, The Drop launched the first ever resealable canned wine. We wanted to build excitement and educate the public about the benefits of a resealable lid and show how our new can would encourage spontaneity and activity.

STRATEGY We filmed a variety of athletes including dancers, jugglers, gymnasts, skaters and surfers playing with our can and resealing it their own way. These short videos were spread across our social media channels and given to press outlets. Under the hashtag #neverspilladrop, we also sent samples to social media influencers to create their own resealable stories. Lastly, we encouraged media outlets to “stress test” our resealable lid with their own before/after taste tests.

CREATIVE DELIVERABLES 

Video Production

Photography

Influencer Marketing

PR

RESULTS

Initial 700 cases sold out within 2 months

30MM unpaid media impressions including Bustle, Elite Daily, and NowThis